If you’ve been on a golf course, opened a golf magazine or shopped in a golf store, you’ve seen the white.
White golf clubs are everywhere.
For the most part, the whiteout began with TaylorMade’s R11 driver. While the R11 is the first driver to be adjustable three ways, what really made it unique was how it looked. It was white, plain and simple.
Cobra must have gotten wind that the white R11 was on the horizon. They launched 500 white Limited Edition ZL drivers in November of 2010, a couple months before the R11 debuted. Whether or not Cobra was trying to beat TaylorMade to the punch and steal some white thunder is debatable. What’s not is the success of white metalwoods, particularly the R11.
TaylorMade’s R11 driver has dominated, taking the lion share of attention and sales in white metalwoods. The R11 was so successful, TaylorMade started painting everything white: fairway woods, putters, hybrids and even the Burner 2.0 line of metalwoods.
Who could blame them? When the white R11 drivers launched, they flew off the shelves and were backordered for weeks. Today, the popularity of white metalwoods is driving record sales for TaylorMade.
Cleveland now has some skin in the game with their Launcher DST White Tour Driver, and Corba has added a second white driver with the release of the limited edition S3 White Driver. Other club manufacturers like Callaway, Ping and Titleist have yet to hop on the white bandwagon. Evading white altogether, Nike went to the dark side with the stealthy SQ MACHSPEED Black driver.
Will we see even more white clubs in the future? It all depends on matters of a different color – greenbacks. If white clubs continue to sell, they’ll stick around. More importantly, the real question all club manufacturers are asking themselves…